How to create a hit on Toutiao and TikTok? 3 logics, 2 models, 1 rule!

In the past, “microblogs and Weibo” were a must for an organization or company to do brand marketing and communication. Now, "two Weibo, one terminal and one Douyin" has become their standard configuration for publicity. One end refers to Toutiao, and the other end is naturally Douyin.

According to an article titled "Commercial Resource Table of Top Influencers" compiled by Short Video Factory, the quotes for just one video from big Vs are over 300,000 or 400,000 yuan, and they are overwhelmed with advertisements.

But why do some people earn hundreds of thousands or even millions a month, while others only earn a few hundred?

The industry’s pain points and opportunities both exist and are huge.

Regarding how Toutiao and Douyin create hits, Zhang Jin, CEO of Toutiao.com, shared the practical experience of "New Triggering Point - The Intelligent Rules for Creating Hit Products of Toutiao and Douyin ". The following is the actual sharing record.

1. Three Logics of Intelligent Distribution

At present, Toutiao is developing rapidly. It pioneered the AI ​​recommendation algorithm and is China's largest artificial intelligence information distribution platform. Its average daily data processing capacity can reach 7.8PB, which is equivalent to 26 national libraries and can fill 32,000 Apple computers. If this content is printed on A4 paper, it will be as high as 10 Mount Everests.

So, how do we create a hit product in the context of major changes in the communication and marketing landscape? First of all, we need to understand the three logics of Toutiao in processing information.

1. Information push logic: different faces for different people

Whether it is Toutiao or Douyin, its information distribution model is completely different from that of other content clients. It is based on interest distribution and algorithm model, and it has different faces for each person. It will continue to recommend you what you like to watch.

2. Traffic pool progressive logic: the strong will always be strong

There are two types of traffic: public domain traffic and private domain traffic .

What is private domain traffic? Private domain traffic is like our WeChat official account. We have 100,000 fans and can direct them to receive content, which can be said to be private domain traffic.

However, Toutiao’s traffic rules include both public and private domain traffic, but the weight of the public domain is greater than that of the private domain. For example, a Toutiao or Douyin account may have 100,000 followers, but the content will not all be pushed to these 100,000 followers. Instead, it will be pushed progressively level by level. Take an article as an example. When it is published, it may only be pushed to 500 people at the beginning. This is the first-level traffic pool.

But if it breaks a critical point, for example, 300 people have watched it, the platform will automatically configure this content to the secondary traffic pool, which may have 20,000 people.

Similarly, if 10,000 people out of 20,000 people watch it, it may break through the critical point of the secondary traffic pool and be placed in a larger traffic pool.

This can also explain why different content from the same account has such different effects on Toutiao. Some popular content can reach millions of readings, while some can only reach hundreds or thousands of readings. This is because of this mechanism.

Moreover, the strong will always be strong, and good content will roll into a larger traffic pool.

3. Headline deduplication logic

In the WeChat era, the same content can be published on 100 WeChat public platforms.

But this will not happen on Toutiao, because its reading experience is an information flow model. They do not want the same person to see the same content over and over again, so there will be a de-duplication mechanism. An article with the same content will not be given a high-traffic recommendation at the same time. The platform encourages Toutiao and its own media to create original works and allow a hundred flowers to bloom.

These three traffic recommendation mechanisms are applicable to all algorithm-distributed products such as Toutiao and TikTok. Therefore, we must be familiar with the rules of the platform and build our traffic mechanism according to these rules in order to create a hit product.

2. What will be the next tipping point in the post-Internet era?

In 2009, Gladwell published a book called "The Tipping Point", in which he proposed that three conditions must be met for an event to explode.

The first one is called the key person rule , which means that we need to find an opinion leader with a say to speak for you and to be the initiator of the explosion and viral spread for you.

The second is the law of information attachment , which means that all our event marketing communications must be attached with valuable and creative information in order to be disseminated.

The third is the law of environmental power , which means that during the entire communication process, the environment will have a subtle influence on people's communication behavior. We must use the appropriate time, place, and conditions to communicate.

These are of great reference value for us to create explosive products.

But in the era of algorithms, or under the current algorithm-dominated top traffic platform, we have summarized a new detonation point rule: the first is large traffic, the second is high precision, and the third is multiple frequency.

What is high traffic? The vent is fat and big.

Only when the circle is penetrated can detonation be possible. Taking WeChat Moments as an example, your social relationship chain has basically been determined, and it is not easy to penetrate it. However, the traffic model under Toutiao's algorithm mechanism makes it possible to spread explosive news, because the traffic on Toutiao and Douyin platforms is large enough, with a total of 400 million daily active users, which is enough to start a hot topic and easily penetrate the circle.

What is high precision? It is the core user portrait.

If all your communication fails to reach and influence the people you want to reach, then it is ineffective. Only high-precision communication is valuable communication. Toutiao's model of tailor-made for each individual naturally possesses this precision. The headlines are what you care about.

What is multi-frequency? It is the traffic products that trigger the explosion.

The advantages and mechanisms of the Toutiao platform determine that once you are tagged with a certain type of label, you will from time to time receive pictures, texts or short videos that are highly relevant to your label. Only when you are reached frequently will you develop recognition and connection with a product, a brand, or a person.

Therefore, the new tipping point law is a new tipping point law that is naturally formed based on the artificial intelligence algorithm model.

3. How to use the two models to drive Toutiao and Douyin accounts

In addition to the three models and one rule mentioned above, Toutiao pioneered a " traffic leverage model " in content marketing.

The traffic leverage model consists of four steps:

The first step is to find a fulcrum. The Toutiao platform has more than 50,000 high-quality Toutiao accounts, and is able to accurately profile Toutiao accounts and self-media based on customer delivery needs and accurately find the leverage "fulcrum". From the content perspective, it is about finding a suitable carrier (large size).

The second step is to create leverage. Toutiao.com will conduct multi-tag positioning based on the hot words of Toutiao today, and these tags will form a "lever" for communication.

Creating leverage means locking and positioning the traffic tags of the title content. What content and keywords are the hottest today? Editors will try their best to include these keywords in the planning and packaging of the content. These key words mean that higher traffic will be allocated in the initial traffic pool.

Step 3: Force point. Now that the leverage is in place, someone needs to exert the force, package it, and pry it open. For example, take a very small title. The same content has a double title mechanism. After a period of time, if a title is more popular, the other title will be discarded and the one that is more popular will be used externally.

Toutiao.com has a technology-driven content team consisting of CTO, CCO and senior media professionals who professionally package the content and control the leverage points throughout the process.

Step 4: Bring traffic. After the above three steps, the traffic leverage will be continuously amplified, driving the platform to follow up with traffic and other self-media to actively follow up and spread.

In early November 2018, Douyin’s daily active users in China reached 200 million. For Internet platforms, whoever attracts traffic will occupy the exposure high ground. The Douyin hit model can be summed up in one word: ROI.

1. Platform relevance

R stands for Relevant, platform-related. I often see that some companies, when playing Douyin, really do not follow the basic rules and routines of the Douyin platform.

First of all, when playing Tik Tok, be sure not to ignore the background music .

We often see that the video content may be average, but precisely because of a piece of BGM at the beginning or end, the tension is raised and the content is very contagious.

I suggest that students who operate Tik Tok should not make BGM an appendage, but should view it as a dual drive of music and video content. Only in this way can you make good Tik Tok works. You can even make a video just for BGM.

Second, it’s the vertical screen . When shooting for TikTok, unless absolutely necessary, you must use a vertical screen. This is the feeling of face-to-face first-person communication that we want.

Also, it's short. For short videos in the information flow mode, the 15-second time setting must have been determined after tens of millions of tests. So follow this experience rule and don't make it too long if you can make it short.

2. Originality of content

O stands for Originality, which refers to the originality of the content, including personalization, IP, and interactivity.

Tik Tok uses vertical screen videos to provide users with a new audio-visual perspective. Many companies simply upload all of their internal promotional materials and wait for private chats to inquire, but this has no effect at all.

Because what really connects with users is personal charm , which is what we call building a personal image . People with distinct personalities bring their own traffic, which is conducive to better disseminating valuable content, forming a cluster of recognized users, and achieving fission-like dissemination.

3. The stunning presentation

I stands for Impact, which refers to the stunning degree of presentation. The content we are willing to like and interact with on TikTok is because there is a Wow moment that triggers you. This Wow moment may be a good-looking appearance, an interesting soul, an unexpected reversal, or positive energy that moves and touches one's heart.

Conclusion

Currently, the daily active users of Toutiao and Douyin combined have exceeded 400 million. “Traffic is the market.” Faced with the fierce momentum of digital marketing, what will be the new trigger point in the future?

As Zhang Jin said: large flow, high precision, and multiple frequencies .

Source: Jincuodao (ID: ijincuodao)